Compare AdWords Express and AdWords

Compare our two advertising products, AdWords and AdWords Express, and find the best option for your business. We recommend using only one of these advertising tools at a time.

See the available advertising settings, features, as well as requirements for each advertising tool.

Reach potential customers at the moment they’re looking for a business like yours. With AdWords Express or AdWords, you can show your ads on Google.com, Google Maps, and related websites within the Google Display Network.

There’s no advantage to using both advertising products at the same time. Using both AdWords and AdWords Express can complicate your ad management and cause your ads to compete against each other, so we recommend using only one of these advertising tools at a time.

Compare products at a glance

AdWords Express

AdWords

Pay only for clicks

Yes

Yes

Automated management

Yes

No

Easy solution for businesses without a website

Yes

No

Ads on Google Search and Google Maps

Yes

Yes

Ads on other related websites

Limited

Yes

Mobile ads

Yes

Yes

Other advanced ad formats (e.g. video)

No

Yes

Ability to target ads geographically

Anywhere

Anywhere

Both AdWords and AdWords Express allow you to increase the number of times and the number of places where your business info appears. With either advertising product you can use targeted messaging in your ads to attract and engage potential customers.

Compare in-depth

Below, we describe both products to help you find the best option for your business. Click on either product name to read a brief overview.

Benefits:

How it works:

You can use AdWords Express to advertise your website or Google+ page on Google or Google Maps. You'll write your own ad, and when someone searches for phrases related to your business, your ad can appear next to, above, or below the search results as a “Sponsored Link”.

To get started with AdWords Express, you’ll set up a budget, and based on the type of business you have, we’ll come up with a list of search phrases that will trigger your ad and potential related sites where your ad can appear. We’ll continue to maintain and update your search phrases over time. Minimal ongoing management is needed, and you pay only for clicks that your ad actually receives.

Sites related to your business (U.S. only)

For AdWords Express advertisers in the U.S., your ads can also appear on websites with content related to your business. Find out more about where your ads can appear.

Overview:

AdWords is an advertising option that gives you full control over your ad campaigns. You'll also have access to additional ad formats, settings, and features.

Benefits:

Pay only when someone clicks your ad

You choose your own keywords, set bid prices, and structure your account

Reach customers in any location that you choose

Advertise with special ad formats, detailed reporting, and ad scheduling

How it works:

When someone searches for your keywords on Google.com, Google Maps, and Google’s partner sites, your AdWords ad can appear next to, above, or below the search results as a "Sponsored Link."

With AdWords, you are responsible for all aspects of your advertising campaign. You choose the keywords that can trigger your ads. You also determine a daily budget, how much to spend on each click, and where your ads can appear. You’ll pay only when someone clicks on your ad.

AdWords also allows you to show your ads on Google's Display Network partner sites, and offers other ad formats, such as video ads and mobile extensions.

Can’t decide?

If you’re feeling unsure about choosing between AdWords and AdWords Express, contact us via phone or email. We’ll help you find the product that’s right for you.